A recent Ampere Analysis study reveals that short-form "swiping" social video—such as TikTok, YouTube Shorts, and Instagram Reels—is now the second-most consumed daily media format, with a 63% adoption rate among the global online population. This popularity trails only general social media apps at 73%, and notably outperforms traditional broadcast television at 47%, long-form streaming at 46%, and gaming at 34%.
Ampere’s data challenges assumptions that short-form content is confined to younger demographics. Adults aged 18–24 lead with 73% daily usage; notably, 58% of 45–54-year-olds and 49% of 55–64-year-olds also engage daily. Platform penetration remains strong, with 78% of daily users accessing YouTube weekly, 41% on Instagram, 39% on TikTok, and 38% on Facebook.
Geographically, the format’s appeal is even more pronounced in Southeast Asia, where daily use exceeds 80% in markets such as the Philippines, Thailand, and Indonesia.
Ampere Senior Analyst Sam Nursall underscored the role of algorithms in this shift: “Social media algorithms are responsible for the usage rates in short‑form swiping across the globe. The platforms employ highly efficient apps to deliver relevant and engaging content, giving them a distinct advantage over traditional media.” He noted that while broadcast television offers a menu of choices, algorithmic social platforms predict user preferences and deliver content even before users request it.
The implications are profound for advertisers, content creators, and traditional media companies. As consumption patterns skew toward snackable, algorithm-curated short-form content across demographics and regions, legacy broadcasters and streaming platforms face increasing pressure to adapt, innovate, and enhance engagement through data-driven delivery.
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